| With the rapid development of Alibaba,Jingdong as the representative of the online retailer,forced traditional retailers gradually infiltrated the online retail sector,but its development is not ideal,the line of conflict is particularly serious,especially the price conflict.And relevant academic research on the price aspect is lagging behind,most of papers based on the channel conflict in this way of case analysis study the pros and cons of the difference price strategies,or financial indicators as the reference in this way of mathematical modeling to generalize the pros and cons of the difference price strategies;as to study the relationship between the price strategy and brand equity,some scholars only started from the level of pricing or promotional price strategies and the lack of researches to price in multi-channel retail scenarios,still don't deeply discuss different situational factors.from the perspective of brand equity,This paper attempts to research multi-channel retailer the pros and cons of online and offline price strategy in different scenarios by experimental methods,to make up for the deficiency of scenario variables in the past theoretical research,enriches the research framework of the relationship between brand equity and pricing strategy,and solves the problem of conflicting conclusions when researching online and offline price and price,and provide guidance for multi-channel retailer pricing strategies.This paper consists of six parts:the first part is the introduction,mainly analyzes the background of multi-channel retailer development situation,price strategy for the implementation of online and offline,and research progress of theory and problems,put forward research questions.The second part is the literature review,reviews some researches about in this way of consumer conducting information,brand equity,product involvement and brand strength,found that the insufficient of existing research,laid the theoretical foundation for the subsequent research.The third part is to establish the theoretical framework,regarding product involvement and brand strength as moderator variable to study the effect of price strategy on brand equity,and on the basis of consistency theory,ELM,product involvement and brand strength related researches to raise hypothesis of this article.The fourth part is the design and the steps of the experiment,researchers have designed three experiments.The first experiment studied the effect of the price strategy on brand equity,the second one is 2(high product involvement*low product involvement)*2(the same price*the different price)single factor comparison between the two groups experiments.Study of the effect of product involvement moderating on the relationship between price strategy and brand equity,the third one is 2(high brand strength*low brand strength*2(the same price*the different price)single factor comparison between the two groups experiments,to explore the role of moderating the brand strength on the relationship between the price strategy and brand equity,then select the stimulus and set the experimental situation and steps.The fifth part is the empirical test,using first-hand data to test hypothesis,the conclusions show:four dimensions showed the same price strategy is better than the different price strategy.The high product involvement situation,the four dimensions showed the same price strategy is better than the different price strategy;low product involvement situation,the influence of the same price and the different price strategy on the four dimensions have no significant difference.The high brand strength situation,the three dimensions of brand awareness,brand association,brand perceived quality showed the same price strategy is better than the different price strategy,brand loyalty have no significant difference between the same price and the different price strategy;the weak brand strength situation,there is no significant different influence of between the same price and the different price strategy on brand association,brand perceived quality,brand loyalty.Only in the aspect of brand awareness,the same price strategy is better than the different price strategy.The sixth part point out the conclusion management enlightenment and further research trends.There is an innovation for theory aspect in this paper.On the one hand,it is the innovation of research perspective.The existing research focuses on these perspectives of financial,channel integration,overall brand equity to study multi-channel retailer price strategy,the lack of the perspective of brand equity after the decomposition of meticulous to research online and offline price strategy.This paper introduced the four dimensions of brand equity as a result variable to research the price strategy of online and offline will have a certain degree of innovation.On the other hand,it is innovation of the theoretical framework.At present,there is a huge difference about the conclusion for theory research in multi-channel retailer price strategy,the main reason is the lack of the consideration about situational factors for the different pricing strategies.The study introduce two situational factors of product involvement and brand strength,in different situations,clarify the same price or the different price strategy of the merits,in theory enrich the research level of multi-channel retailer price strategy,the introduction of situational variables has some theoretical innovation.Of course,this study also has two limitations:one is the limitation of external validity,considering the interference of retail formats for the relationship between price strategy and brand equity,the study only see the multi-channel general merchandise retailers as the research object,and does not take into exclusive shop et al other retail formats,and the effective questionnaire each kind of scene is only 30,so the conclusion of this paper can be extended to other retail formats need to be further studied.The two is the limitation of research depth,this paper considers the effect of price strategy under different scenarios on brand equity,but the lack of the discussion for intermediate machine,in other words,there is not explain how the price strategy has an impact on brand equity. |
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